Overview

The Digital Marketing & Communications certificate program provides training for job opportunities in the marketing, communications, and product management fields. Combining skills in research, writing, design, and analytics, professionals in this industry help drive business decisions and lead strategic marketing planning.

The driving forces of job growth in the digital marketing field are the waves of technological advancements in personal and mobile computing. Further development in the areas of artificial intelligence and augmented/virtual reality will create new opportunities for businesses to connect with customers and influence behavior. This program will provide students with the managerial and organizational skills to refine key messaging and position brands and products for optimum success now and in the future.

Who Should Attend

This certificate program is designed for marketing, communication, and product management professionals who would like to positively influence business strategy and create relevant marketing and communications plans for their organizations. The curriculum is also suited for students aspiring to enter this growing field and offers a foundational overview of how to launch and manage digital marketing campaigns on a number of platforms.

Career Insight

Occupational summary for marketing managers, research analysts, and specialists in the United States.

Program Benefits

Analyze digital marketing channels and tactics for various business models

Develop a product management plan for bringing a new product or service to market

Apply quantitative data analytics to goal setting and forecasting

Identify the power of differentiation in brand management

Course Schedule

Required Courses

Title

Winter

Spring

Summer

Fall

MGMT X462.81

Marketing Research & Strategy Planning (3 units)MGMT X462.81
This course will help students develop an understanding of the complexities organizations face in developing, establishing, and implementing marketing strategies in both domestic and international markets. Areas of study include: marketing research, the nuances between B2C and B2B marketing, segmentation, selection of appropriate marketing channels, overview of global marketing, and the technologies used throughout the marketing process.

Dynamic Product Management (3 units)MGMT X462.82
This course will introduce students to the Product Management Lifecycle, and help to develop an understanding of the role of Marketing in business planning and product development. Areas of study include: the 6-step lean product process, product-market fit, brand management, comparative analysis, and production of a pro forma.

Integrated Marketing CommunicationsMGMT X462.83
This course focuses on how to build a Master Message for your brand, and discusses some of the challenges in maintaining messaging consistency across an organization. Areas of study include an introduction to Integrated Marketing Communications, strategies and tactics for messaging consistency, and how to develop content that supports your messaging plan. We will also explore how to apply the creative process to messaging, and how to achieve stakeholder buy-in.

Elective Courses

Title

Winter

Spring

Summer

Fall

Digital Marketing & Communications

MGMT X462.84

Marketing Performance OptimizationMGMT X462.84
This course will focus on sharing strategies to optimize your Marketing performance and developing executive level communication skills. Areas of study include revenue planning, applying analytics to determine return on investment, and create a bottom-line driven marketing plan. We will also explore how to incentivize marketing and sales functions within an organization and create lifetime value for customer connections.

MGMT X462.85

Digital Marketing Tactics & TrendsMGMT X462.85
This course takes a deep dive into the world of Digital Marketing and explores how to define and build your audience through social media promotions, search engine marketing, and website optimization. Areas of study also include mobile marketing, microsites, and how to use measurement and analytics to track conversion. Join us as we review the top Digital Marketing trends and how to apply them to your work.

Course schedules are subject to change. Individual courses may be taken without enrolling in the full certificate.

Certificate Eligibility and Requirements

To earn the Digital Marketing & Communications Certificate, participants must complete three (3) required courses and one (1) elective course totaling 12 units (120 hours) of instruction with a grade of “C” or better. To become an official candidate in the program, students pursuing the certificate must submit a Declaration of Candidacy. Students are encouraged to declare candidacy as soon as possible, but no later than after the third course in the program. To receive the certificate after completing all program requirements, students must submit a Request for Certificate. All requirements must be completed within five (5) years after the student enrolls in his/her first course. Students not pursuing a certificate are welcome to take as many individual courses as they wish.

Richard Steele, Partner, International Sales and Marketing Group (ISMG)

Carla Fitzgerald, B2B Marketing Consultant

Marc Villarreal, EVP, Branding at Integrity Media

English Proficiency Requirement
All certificate programs at UCI Division of Continuing Education (classroom and online formats) require
professional-level English language proficiency in listening and note-taking, reading
comprehension and vocabulary, written expression, and oral presentation.